The target audience for this ad are actually clubbers. It's a postcard inserted in envelope with flyers promoting cultural and nightlife events, distributed in party venues and also posters placed in such venues. Christmas and first months of New Year (when you can donate 1% of your income tax to the chosen NGO) is kind of eruption period for charity campaigns. It was a purpose for this piece to be different than all the rest of such campaigns and to draw attention of people who sort of became habituated seeing tear-jerking charity ads.

Well then it's a win in my book: uses the visual language they'll click with, whether or not they're part of an SM scene, they'll no doubt be familar with it. And because it has funny, and is serious, it'll distinguish itself from the slew of appeals with puppies and sadness and tearjerkers. Nice one. Would be great if you could let us know the results of this. And thanks for taking part in the conversation here.

I dont like the postprocessing here, looks very quick and harsh. I like the general idea and conception, not the execution, it seems a bit vulgar and cheap (regarding styling, his expression, the casting of the girl)

I like it outside its purpose. As for the purpose... I think the ad is a bit too cute to elicit a proper response. It does not charge the viewer emotionally vis-à-vis the stated purpose. The viewer sees the picture, laughs at it for what it is (or may be).. and that's it. How am I supposed to know it's actually about a dog shelter?